Nowadays nearly every song which makes it into the charts are accompanied by a music video. It would be abnormal if they didn't as it is now a commonplace in time to have one. music videos are made to promote the song meaning if the video is good it can boost the popularity, sending the song into the top 10! which also tends to promote the artists album too. Sometimes the decision to make a music video can be decided well after the release of the song, which is a well known strategy of self-promotion from the artist/band of making their song popular again.
Artists can be known and referred to purely for their memorable music videos such as Britney Spears- ...Baby One More Time, Spice Girls- Wanna Be and Wheatus- Teenage Dirtbag etc.
The purpose of a music video is to:
Artists can be known and referred to purely for their memorable music videos such as Britney Spears- ...Baby One More Time, Spice Girls- Wanna Be and Wheatus- Teenage Dirtbag etc.
The purpose of a music video is to:
- Sell the song, and invoke a reaction so that the audience remembers the song
- To give the audience a better understanding of the song
- To entertain and show off the artists talents
- To sell CD's, DVD's and downloads by creating memorable visuals
- Marketing for the purposes of exposure and expansion of the artist's profile
However, the overall purpose of any music video is to help generate money for the record company!
When making a music video there are certain guides you need to follow to let the consumers understand the meaning behind it and make them want to watch it on endless repeat. Promotional videos are very structured on the organisation of how to put one together:
Step 1- Strategic Planning:
Identifying purpose and strategic goals to the story.
Creative brief, story outline, goals, genre, budget (decision made between the production company and client), audience, script, storyboard, etc.
Step 2- Pre-Production:
Planning the technical aspects to creating and filming the video
Step 3- Production:
The actual days of the video shoot while on set or on location
Step 4- Post-Production:
Putting the video together through editing and fine-tuning the visuals and sound
Step 5- Distribution and marketing:
Distribution, promotions, media, video search- engine-optimizations and sharing
Andrew Goodwin's Categorisations and features of music videos
Goodwin's theory states that there are 5 key aspects to a music video that the audience should look out for
However, the overall purpose of any music video is to help generate money for the record company!
When making a music video there are certain guides you need to follow to let the consumers understand the meaning behind it and make them want to watch it on endless repeat. Promotional videos are very structured on the organisation of how to put one together:
Step 1- Strategic Planning:
Identifying purpose and strategic goals to the story.
Creative brief, story outline, goals, genre, budget (decision made between the production company and client), audience, script, storyboard, etc.
Step 2- Pre-Production:
Planning the technical aspects to creating and filming the video
Step 3- Production:
The actual days of the video shoot while on set or on location
Step 4- Post-Production:
Putting the video together through editing and fine-tuning the visuals and sound
Step 5- Distribution and marketing:
Distribution, promotions, media, video search- engine-optimizations and sharing
Andrew Goodwin's Categorisations and features of music videos
Goodwin's theory states that there are 5 key aspects to a music video that the audience should look out for
- Thought through beat (seeing what the lyrics means in your head)
- Relationship between the song and visuals
- Narrative and performance of the song
- Star image
- Technical aspect of a music video
Thought through beat (seeing what the lyrics mean in your head)
- Relationship between the song and visuals
- Narrative and performance of the song
- Star image
- Technical aspect of a music video
Thought through beat (seeing what the lyrics mean in your head)
The first step of this process is to analyse the music structure and how we take it into account from the sound of understanding the chorus and verses.
The next step is the main voice of the song. The voice of the song would be extremely unique and can form identification or trademarks that work well with the star image or singer.
Roland Barthes theory of the Grain of voice can be related to this as he sees the singing voice as an expressive instrument and therefore able to make associations of its own.
Thirdly, Goodwin points out the artists mode of address. Songs can be seen as stories, who the artist is the story teller making the music video a two communication device, them telling us a story and us listening.
Relation between the music and visuals
There are three ways the visuals are used to promote a song:
Illustrate - Music videos can use certain images and shots to illustrate/ explain the meaning of lyrics to their song and genre.
Disjuncture - This is where the meaning of the song is completely ignored in the music video.
Amplify - similarly to repeatability this is when the image and camera shots are manipulated and shown repeatedly throughout the music video and is drummed into our vision.
Andrew believed that a music video can promote a song by though the way it analysis the lyrics. This is shown in many music videos when a character does exactly what the song says.
Narrative and performance of the song
Andrew Goodwin believed that it was important for an artist to be involved in the music video by performing or acting out a role as the main character or singer.
It helps to make the song look more realistic and also giving the audience a special connecting and a good understanding of the song which will make the audience be able to watch the video over and over without loosing interest.
Star image
Goodwin referred to the star image as a vital aspect of the music video. Meta narrative which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.
Technical aspect of a music video
Technical aspects hold the music video together through use of camera work, movement, angle, Mise-en-Scene editing, sound and special effects.
Speed, camera movement, editing, cutting and post production are all forms of use of camera.
Lighting and colour help set moods and emphasise key movements of the song for dramatic effect.
Mise-en-Scene, the setting of the music video is vital, it needs to look authentic to attain professionalism.
Beats, music videos use cuts to go with the beat or rhythm making the video more entertaining.
Digipacks
what are digipaks?
Digipaks are a type of packaging for CD's or DVD's made from cardboard with an internal plastic holder for one or more discs.
When digipaks were first created they were origianlly seen to be as limited edition or specialist CD products however improvements in CD production, packaging and printing techniques has meant that digipaks are now available at much lower prices.
There are lots of different finishes between each possible digipak such as matte lamination, spot UV, embossing etc. CD digipaks are most popular in the music industry as it gives the product an expensive professional look and feel. The artwork of digipaks ranges between each artist as they tend to make it unique to fit in with their genre of music and the consumers.
The most common digipaks are normally the 4 panel which opens like a book, however 6 panel CD digipaks are also very popular, providing a larger canvas for CD artwork and text information about the CD.
'Green' digipak.
As environmental concerns have become a priority for some consumers, businesses and governments alike only use sustainable material for the cardboard stock, as well as offering a recycled card stock solution too.
'Greener' digipak.
A paperfoam tray for the digipak can also be offered which replaces the plastic flexitrays with 100% biodegradable tray made completed out of natural resources.
Examples of digipak templates:
Magazine advertisement
Although magazine advertisement isn't as popular as it use to be dropping from $23.7 billion to $19.5 billion from 2009-2010 its still a key promotional tool to get an artists music to be advertised.
The benefits of magazine printing allow the consumers to see a clear picture of the product and to be informed of the release date, it also advertisers to people who may not of heard of the artist/band before. With magazine advertisements you are almost guaranteed to reach your intended audience. The time the magazine goes out with the advertisement is vital as you need to put it out before the release to get the audience excited, however you don't want to put it out too much before the release date as the consumer may forget about it. Advertisement normally starts around 1-6 months beforehand.
The next step is the main voice of the song. The voice of the song would be extremely unique and can form identification or trademarks that work well with the star image or singer.
Roland Barthes theory of the Grain of voice can be related to this as he sees the singing voice as an expressive instrument and therefore able to make associations of its own.
Thirdly, Goodwin points out the artists mode of address. Songs can be seen as stories, who the artist is the story teller making the music video a two communication device, them telling us a story and us listening.
Relation between the music and visuals
There are three ways the visuals are used to promote a song:
Illustrate - Music videos can use certain images and shots to illustrate/ explain the meaning of lyrics to their song and genre.
Disjuncture - This is where the meaning of the song is completely ignored in the music video.
Amplify - similarly to repeatability this is when the image and camera shots are manipulated and shown repeatedly throughout the music video and is drummed into our vision.
Andrew believed that a music video can promote a song by though the way it analysis the lyrics. This is shown in many music videos when a character does exactly what the song says.
Narrative and performance of the song
Andrew Goodwin believed that it was important for an artist to be involved in the music video by performing or acting out a role as the main character or singer.
It helps to make the song look more realistic and also giving the audience a special connecting and a good understanding of the song which will make the audience be able to watch the video over and over without loosing interest.
Star image
Goodwin referred to the star image as a vital aspect of the music video. Meta narrative which is a big story that describes the development of the star over time, it has an important part to play in the music video production process.
Technical aspect of a music video
Technical aspects hold the music video together through use of camera work, movement, angle, Mise-en-Scene editing, sound and special effects.
Speed, camera movement, editing, cutting and post production are all forms of use of camera.
Lighting and colour help set moods and emphasise key movements of the song for dramatic effect.
Mise-en-Scene, the setting of the music video is vital, it needs to look authentic to attain professionalism.
Beats, music videos use cuts to go with the beat or rhythm making the video more entertaining.
Digipacks
what are digipaks?
Digipaks are a type of packaging for CD's or DVD's made from cardboard with an internal plastic holder for one or more discs.
When digipaks were first created they were origianlly seen to be as limited edition or specialist CD products however improvements in CD production, packaging and printing techniques has meant that digipaks are now available at much lower prices.
There are lots of different finishes between each possible digipak such as matte lamination, spot UV, embossing etc. CD digipaks are most popular in the music industry as it gives the product an expensive professional look and feel. The artwork of digipaks ranges between each artist as they tend to make it unique to fit in with their genre of music and the consumers.
The most common digipaks are normally the 4 panel which opens like a book, however 6 panel CD digipaks are also very popular, providing a larger canvas for CD artwork and text information about the CD.
'Green' digipak.
As environmental concerns have become a priority for some consumers, businesses and governments alike only use sustainable material for the cardboard stock, as well as offering a recycled card stock solution too.
'Greener' digipak.
A paperfoam tray for the digipak can also be offered which replaces the plastic flexitrays with 100% biodegradable tray made completed out of natural resources.
Examples of digipak templates:
Magazine advertisement
Although magazine advertisement isn't as popular as it use to be dropping from $23.7 billion to $19.5 billion from 2009-2010 its still a key promotional tool to get an artists music to be advertised.
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